en.Wedoany.com Reported - Active International, a global media and corporate trade company, has adopted the AdFusion platform under Comcast Technology Solutions (CTS) to automate and scale its broadcast advertising operations across a media footprint exceeding $1 billion.
Advertising operations are becoming increasingly fragmented and time-sensitive, prompting ad agencies and media firms to invest more in automation, operational intelligence, and scalable workflow infrastructure to enhance cross-channel efficiency and campaign execution. AdFusion integrates media buying data, traffic instructions, creative assets, and metadata management into a single platform, aiming to simplify and accelerate advertising operations across broadcast and digital channels. With AdFusion, Active International can create and deliver over 9,000 unique traffic instructions in a single week, annualizing to more than 450,000 traffic instructions, and deliver over 500,000 creative assets nationwide.
Active International places over $1 billion in media annually on behalf of global brands and agencies. As advertiser demands and cross-platform execution complexity rise, the company adopted AdFusion to unify traffic instruction creation, creative asset management, and delivery operations into a connected workflow environment, reducing manual effort and supporting high-volume ad execution.
Melissa Moschetti, Managing Director of Media Execution at Active International, stated that AdFusion helps the company manage high-volume advertising operations while providing the team with greater visibility, control, and efficiency, significantly streamlining workflows and reducing manual processes.
Since implementing Comcast AdFusion, Active International has reported several improvements, including faster advertiser order turnaround times, reduced station contact due to enhanced placement accuracy, and accelerated completion of complex workflows. Bart Spriester, Senior Vice President and General Manager of Streaming, Broadcast, and Advertising at Comcast Technology Solutions, noted that the platform is designed to provide teams with intelligent workflows, reducing manual intervention and improving placement accuracy throughout the advertising lifecycle.
The implementation of AdFusion reflects Active International's ongoing investment in automation, operational modernization, and scalable media infrastructure to address the evolving advertising market. Active International operates in North America, Europe, Asia, and Australia, and includes business units such as Involved Media and XACTV Network.
About Comcast Technology Solutions: Comcast Technology Solutions, part of one of the world's leading media and technology companies, brings Comcast Corporation's proven technologies to evolving industries globally. Comcast Technology Solutions offers a broad portfolio providing scalable flexibility for video, media, communications, data applications, and cybersecurity and compliance worldwide. Clients include leading content and streaming video providers, pay-TV operators and MVPDs, advertisers, communications providers, financial services firms, retailers, and more.
About Active International: Active International, a company under AMS (Active Media Services), is a global leader in media and corporate trade, helping brands, agencies, and media owners unlock greater value, efficiency, and growth from their existing assets and investments. For over 40 years, Active International has evolved corporate trade into a mature business model, enabling organizations to fund media, reduce costs, and create greater business flexibility through structured value exchanges. Active operates at the intersection of media, technology, and business strategy, helping partners optimize media investments while leveraging automation, operational intelligence, and scalable workflow solutions to support modern ad execution. Active International operates in North America, Europe, Asia, and Australia, and also includes Involved Media (a full-service media agency) and XACTV Network (an AI-powered video advertising platform).
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